FOR IMMEDIATE RELEASE
Man Utd and Juventus deals to make Adidas football’s top sports
brand
Cologne, 6/8/14 - With the release of Repucom and PR Marketing’s latest Kit Supplier Report, figures
show the rivalry between Nike and Adidas is once again reshaping the commercial landscape of
European football.
Shirt sales in Europe continue to be big business for kit suppliers. Approximately, 13 million shirts
were sold by the 98 clubs of the top five European football leagues last season (2013/14), up over 14%
on the 2011/12 season two years prior.
English Premier League (EPL) clubs sold the majority of this figure, selling over five million shirts in
total. This compares with clubs of Spain’s Primera División (3.10m), the German Bundesliga (2.32m),
France’s Ligue 1 (1.22m) and Italy’s Serie A (1.18m).
In the coming season however, of these top European leagues, it is only the EPL where Nike is not the
most dominant kit supplier.
Of the 25 brands supplying kits to teams of Europe’s top five leagues ahead of the 2014/15 season,
Nike has outpaced its German rival Adidas for the first time since the 2009/10 season. The US sports
giant will kit out 26 clubs, an increase of five on last year’s total, whilst Adidas will supply 18, a figure
which has dropped by four. Nike now supply the kits to just over a quarter (26.5%) of all clubs in
Europe’s top five leagues. In comparison, Adidas’ kits represent an 18.4% share of the market.
Andrew Walsh, football expert at Repucom, said “In terms of revenue it is the top ten European teams
which dominate, delivering 65% of total shirt sales in the five key football leagues, most of which
coming from clubs in the English Premier League, Adidas’ strongest market. Whilst Nike may be
winning in the quantity stakes, Adidas is certainly not bowing out in the running for market superiority,
far from it in fact. The brand is now starting to flex its muscles by supplying Europe’s biggest clubs.”
Currently, Nike’s top five deals which combined are worth approximately €125m per year include FC
Barcelona, Manchester United FC, Paris Saint-Germain FC, Juventus FC and FC Internazionale.
Adidas’ top five deals include Real Madrid FC, Chelsea FC, FC Bayern Munich, AC Milan and
Olympique de Marseille and total approximately €135m per year, €10m more than Nike.
However, ahead of the 2015/16 season, Adidas will be taking two of Nike’s biggest club deals; EPL
giants, Manchester United and Italian Champions, Juventus FC.
Andrew Walsh continued: “Adidas’ position in the market is certainly one of ‘quality’, already official
partner of World Football’s biggest tournament, the FIFA World Cup, as well as World Champions,
Germany and the UEFA Champions League, now they are moving to kit out the world’s biggest clubs
underlining their position as football’s leading sports brand in terms of sponsorship. A title that Nike will
of course continue to rival.
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“How the strategies of these big brands develop will ultimately play a defining role in shaping the
commerciality of the industry itself and it is key for clubs to see how these two giants are carving up the
European football apparel market. Whilst Nike looks to maximise the number of teams it supplies,
Adidas is going for the most popular, most followed and ultimately biggest selling clubs in the world.”
Dr. Rohlmann of PR Marketing, said: “Kit deals in football are increasingly becoming more important in
achieving a stronger market share for sports brands. These companies significantly benefit from
supplying top clubs through both jersey sales and a rise to their reputation internationally.”
Aside from the battle between Nike and Adidas, Puma has been able to strengthen its market position
as the third major power in European football apparel with its new deal with Arsenal FC, formerly
supplied, again, by Nike. Including its deal with German side, Borussia Dortmund, Puma now kit out
nine clubs in Europe’s top five leagues. Italian brand Kappa’s eight deals means it is the only other
company to supply more than four clubs ahead of the 2014/15 season.
Repucom and PR Marketing’s full Kit Supplier Report 2014 is a reflective view of the growth of the
industry based on teams of the top five European leagues . The report also looks in detail at the top 20
teams in Europe during the 2012/13 season and includes information on 2013/14 UEFA Champions
League regarding sponsorship, expenditure, shirt sales and market shares.
-ENDS-
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FOR IMMEDIATE RELEASE
Development of total shirt sales of Europe’s top five leagues
(2011/12 - 2013/14)
13.0m
12.3m
11.3m
2011/12
2012/13
2013/14
Total number of shirts sold in Europe’s top five leagues
(2013/14)
5.14m
3.10m
2.59m
Premier League Primera División
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Average
2.32m
Bundesliga
1.22m
1.18m
Ligue 1
Serie A
FOR IMMEDIATE RELEASE
Spread of Europe’s most dominant kit suppliers (Nike, Adidas and Puma) across
Europe’s top five leagues (2014/15)
adidas
5
Puma
4
Nike
Nike
3
6
adidas
Nike
6
adidas
Puma
2
Nike
6
Nike
5
adidas
4
Puma
2
4
Puma
adidas
4
Puma
1
1
0
Nike’s, Adidas’ and Puma’s dominance in Europe’s top five leagues
(2005/06 – 2014/15)
Puma
9
12
11
2005/06
adidas
9
12
11
2006/07
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22
21
Nike
15
13
26
17
15
11
9
9
2007/08
2008/09
1818
1616
13
9
2009/10
8
2010/11
10
7
2011/12
18
16
15
2012/13
8
2013/14
9
2014/15
FOR IMMEDIATE RELEASE
Nike and Adidas‘ top five kit supplier deals in Europe‘s top five leagues
(2014/15)
Top five kit supplier deals 2014/15 - Nike
FC Barcelona
Spain
Manchester United FC
Paris Saint-Germain FC
Juventus FC
England
France
Italy
FC Internazionale
Italy
approx. value of deals
€125m
Top five kit supplier deals 2014/15 - Adidas
© REPUCOM 2014
Real Madrid CF
Spain
Chelsea FC
FC Bayern München
AC Milan
England
Germany
Italy
Olympique de Marseille
France
approx. value of deals
€135m
About Repucom
Repucom is a global leader in sports marketing research. Utilizing the leading technology
and facilities for market research, media evaluation and commercial auditing, Repucom has
created the industry’s first global, full-service portfolio for sports marketing research and
consultancy. The company provides a single, independent source of holistic market data and
insights to help its clients achieve value in their marketing and sponsorship activities.
Since its founding in 2004, Repucom has become established as the research provider of
choice for over 1,000 of the top rights holders, brands, agencies and broadcasters in sports
and entertainment worldwide.
Repucom merged successfully with SPORT+MARKT in 2010 and later completed the
acquisition of fellow industry pioneers IFM Sports, including IFM Sports Marketing Surveys.
In 2013, the companies were united under the Repucom brand, bringing together over 1,400
employees in 20 wholly-owned and operated offices worldwide. Later that year, Repucom
acquired Milan-based sports marketing agency Immagine & Sport, which was renamed as
Repucom Italia. The combined business draws on more than 25 years of experience and
accumulated insights.
Your contact person
TOM SCOTT
Global PR Manager
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+49 (0) 221 43073 177
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+49 (0) 221 43073 111
» Email: [email protected]
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About PR Marketing
PR Marketing is an independent, owner-operated marketing consultancy in Germany that
focuses on strategic marketing issues in sports as well as in business and the public.
In addition to consulting the key topics addressed by PR Marketing range from market
research to conceptual tasks. Dr. Rohlmann is a marketing consultant who has experienced
sports business topics from a scientific and a practical approach, too. He is held in high
esteem by sports clubs and associations, as well as partners throughout the industry.
Dr. Rohlmann is regarded as one of the pioneers of scientific research and analytical
consulting in sports merchandising. He is also the editor of the year-by-year MerchandiseBarometer of the German Bundesliga.
Furthermore Dr. Rohlmann is known for his books, presentations and work as a lecturer in
sports marketing.
www.pr-marketing.de
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